A new survey conducted by Digital Media Army, titled Current State of Online Sales in the Radio Industry, indicates that radio still has untapped potential when it comes to selling online media. In the survey, sales professionals were asked to rate their confidence level when selling online advertising. The results showed that the average radio Account Executive is only 60 percent confident in doing so.

In an attempt to understand why so many respondents lacked selling confidence, the survey examined their knowledge of the products and their faith in those products to produce results. Most respondents agree that they could benefit from more online sales education and support, and many said they are not sure that online media provides results for their clients. Lack of ability to provide results is an obvious cause of low confidence.

The survey also evaluated current acceptance of integrated selling and the present marketplace demand for online media. The survey suggests that bundling online media with traditional media is not yet a universal sales method, as only 10 percent of Account Executives said they bundle online media into every deal. At the same time, the marketplace demonstrated a significant amount of demand to purchase online media from traditional sellers.
 
Digital Media Army President Lukas Snelling says that Account Executives clearly need more education and support when it comes to selling online in order for radio to reach its full revenue potential. "The radio industry has clearly made strides in selling online media, but the survey demonstrates the need for additional investments in educating our sellers and building online advertising assets that work," Snelling said.